Company Orientations Towards The Marketplace

Company orientations
towards the marketplace

Marketing Concepts
 Production concept
 Product concept
 Selling concept
 Marketing concept
 Holistic marketing concept
 Relationship marketing
 Integrated marketing
 Internal marketing
 Socially responsible marketing
Production Concept
 Consumers favor products that are
available and highly affordable
 Improve production and distribution
 Focus On Manufacturing (D>S)
 Goal: Produce All That Is Possible
Product Concept
 Assumption: Consumers favor products that
offer the most quality, performance, and
innovative features
 Focus on Manufacturing (D>S)
 Means: Make quality products
 “You can have any color you want as long as
it’s black.”
 “Make the best product you can and people
will buy it.”
 “Build a better mousetrap”
Selling Concept
 Mid-1920s–early 1950s: weakened demand
required that products would have to be
“sold.” (personal selling, advertising, and
distribution was the focus)
 Focus on selling existing products (D=S)
 Means: Aggressive Sales & promotion
 Goal: Maximize Sales
 “Sell this inventory no matter what it takes.”
 “You don’t like black? I’ll throw a set of
glassware.”
Marketing Concept
 Early 1950s–2000s: adopting a customer

focus means a commitment to researching
and responding to customer needs.
 Long-Run View
 Consumer want focus
 Integrated planning and feedback
 Adapt to the environment
Selling versus Marketing
Selling
Starting
point Focus Means Ends
Factory Product Selling & Profits through

promoting sales volume
Marketing
Target Customer Integrated Profits through
market needs marketing customer satisfaction
Marketing is not synonymous with “sales” or “advertising”.

Holistic Marketing Concept 1
 Relationship Marketing
 Developing Marketing Networks
 Using CRM
 is “the overall process of building & maintaining
profitable customer relationships by delivering superior
customer value and satisfaction.” (Kotler, 13ed 2006)
 Using information to create marketing strategies that
develop and sustain desirable customer relationships
 Establishing long-term, mutually satisfying buyer-seller
relationships allowing for mutual dependency
 Integrated Marketing
 is a comprehensive plan that communicates and
delivers the intended value to chosen customers
 a set of coordinated cross functional activities (a
unity of purpose)
 traditional approach- McCarthy 4P’s
 Robert Lauterborn- 4C’s
 Internal Marketing
 External Customers
 Internal Customers
Marketing Strategy
Marketing Implementation
Internal Marketing External Marketing

Program Program
Marketing Mix Marketing Mix
Target Groups Within Customer Groups or

the Organization Target Markets
 Social responsibility Marketing

 Act socially responsibly; consider
 the ethical consequences of one’s actions;
 Focus on satisfying customer needs and
wants while enhancing individual and
societal well-being
 Consider the collective needs of society as well as
customer desires and the organization’s profits. (Bell&
Emory,1971 JM)
 Society..…… #1 (Human welfare)
 Consumers ..#2 (Want satisfaction)
 Company ….#3 (Profits)
Green Marketing
Green Marketing
 According to the American Marketing

Association, green marketing is the marketing of
products that are presumed to be
environmentally safe.
 It incorporates a broad range of activities,
including product modification, changes to the
production process, packaging changes, as well
as modifying advertising
 Other similar terms used are Environmental
Marketing and Ecological Marketing
Green Marketing
 "Green Marketing" refers to holistic marketing

concept wherein the production, marketing
consumption an disposal of products and
services happen in a manner that is less
detrimental to the environment with growing
awareness about the implications of global
warming, non-biodegradable solid waste,
harmful impact of pollutants etc
Green Products & Its Characteristics
 The products those are manufactured through
green technology and that cause no
environmental hazards are called green
products
 We can define green products by following
characteristics:
 Products those are recyclable, reusable and
biodegradable
 Products contents under approved chemical
 Products that do not harm or pollute the environment
 Products that will not be tested on animals

Company Orientations Towards The Marketplace

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Company Orientations Towards The Marketplace

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Company orientations

towards the marketplace

 Early 1950s–2000s: adopting a customer

Factory Product Selling & Profits through

Marketing is not synonymous with “sales” or “advertising”.

Internal Marketing External Marketing

Marketing Mix Marketing Mix

Target Groups Within Customer Groups or

 Social responsibility Marketing

 According to the American Marketing

 "Green Marketing" refers to holistic marketing

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